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In Marketing, Brand Consistency Is Key


The Redirections Group Blog


In Marketing, Brand Consistency Is Key

Chelsea Weigandt

You've likely heard a lot about brand consistency in marketing lately, but what exactly does this mean for your business. Essentially, brand consistency involves sharing a cohesive message across all marketing, advertising, and other customer-facing and internal channels. Read on for everything you need to know about embracing brand consistency in your business. 

Why Brand Consistency Is So Important 

Consumers tend to buy from businesses with which they feel like they have a connection. This personalizes the brand and helps it stand out in the customer's mind. It can be difficult to establish that loyalty if prospective customers don't fully understand what your brand is all about. With consistent branding across all channels, consumers will be able to instantly recognize your content as belonging to your business. 

Establishing Brand Consistency 

It is important to think beyond just your company's website when it comes to consistency. Use the same logo, color scheme, fonts, slogans and other details on social media, product packaging and all digital advertising. This extends to any printed marketing materials as well, like billboards, flyers, business cards, brochures, signage and more. Your customers should be able to tell right away that the information is coming from your company. 

Get Your Team on Board 

It will take a concerted effort from everyone in your company to maintain brand consistency over time. To do this, you'll need to implement brand guidelines so that everyone knows what is expected of them. This can be in the form of a printed document or a digital version. You can also create templates for common items, like banner ads, company letterhead, brochures and other marketing materials. This way, when you go to create a new document, the formatting, typeface and color palette will already be set up for you. 

At first, you'll have to stay on top of your team to ensure that everyone is complying with the new brand rules. However, over time, your employees will get so used to the formatting that it becomes like second nature. Be sure to update the brand guidelines document as needed, and notify your team of any changes right away. Once they have learned the style, they may not need to refer back to the document frequently, and you'll want to make sure they are aware of any updates. 

Create New Marketing Materials for Your Business 

Now that you understand the importance of brand consistency, you'll likely need to update many of your signs, brochures and other marketing materials. Be sure to remove any out-of-date materials to make way for the new, improved versions. The design team here at The Redirections Group will be happy to help you create stunning signage for your business. We can assist you with brand development as well so that you can carry over our advice to other areas of your marketing. Call now to get started.